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TRAIL TALK CONTINUED FROM PAGE 6

SANTA GERTRUDIS SALE Report STRAIT-HEFTE TRIED & TRUE SALE OCT. 16, 2021 | STREETMAN, TEXAS SALE AVERAGES 30 Bred Heifers $7,093 6 Open Heifers $8,208 3 Bred Cows $7,500 The fourth annual Strait-Hefte Tried & True Production Sale was held at Strait Ranches, Streetman, Texas. Fifty-six buyers from 11 states purchased 109 high-quality lots of Santa Gertrudis genetics. The high-selling bull, Lot 62, Hefte Ranch H04, was sold to 5J’s Beef & Cattle, Clayton, N.C., and ST Genetics, Nava- sota, Texas, for $50,000. The high-selling lot, Lot 60, SR Paramount 30/H4, 50 per- cent semen interest and full possession, was purchased by Reese Ranch, Encinal, Texas, for $27,000. The high-selling lot, Lot 64, SR Strategist 32/20, 50 percent semen interest and full possession, was sold to HL Farms, Franklin, Texas, for $25,000. The high-selling lot, Lot 119, SR 25/20, was sold to Wiley Ranch, Deville, La., for $17,000. The high-selling lot, Lot 67, Hefte Ranch H130, was sold to Red Doc Farm, Belen, N.M, and O/X Ranch, Las Vegas, N.M., for $17,000. The high-selling female, Lot 8, SR Bella 91/5, was sold to Grandview Farms, Hamilton, Ala., 777 Farms, Magnolia, Ark., and Tinney Farms, Hanceville, Ala., for $26,000. The high-selling lot, Lot 1, SR 15/6, was sold to Grandview Farms, 777 Farms and Tinney Farms for $13,000. The high-selling open heifer, Lot 48, SR Ms Mpact 654/H, was sold to Quail Valley Farms, Oneonta, Ala., for $20,000. The high-selling bred heifer, Lot 13, Hefte Korban H167, was sold to Strait Ranches for $14,500. The high-selling bred heifer, Lot 20, Hefte Ranch H153, was sold to Tideland Farms, Kiln, Miss., for $13,500. The high-selling selling flush opportunity was sold to Buena Vida Ranch, Kingsbury, Texas, for $3,000. The volume buyers were 5J’s Beef & Cattle and Tideland Farms. 9 3N1 Pairs $12,889 59 Bulls $5,723 2 Flush Opportunities $2,375 gained and, many times, every dollar of expenses saved is a step closer to true sustainability in the cattle business. Do not believe the naysayers who claim there is no profitability in cattle. When managed as a business – culling cows that come up open or are too big for the environment, wean- ing light calves, culling bulls that are not siring a desirable product, identifying the most efficient calving season for your environment and exploring alternate options of market- ing calves – profitability is attainable. But good records are required to make those decisions. KEEPING THE 'BUSINESS' IN CATTLE BUSINESS CONTINUED FROM PAGE 18

Why Do You Ranch? There are many reasons, and noble ones, that farmers and ranchers continue to invest in their businesses and lifestyles. In his presentation, Locke shared these common reasons:  “I love it.”  “To create opportunities for my kids.”  “To carry on the tradition.”  “My family needed help.” Of course, there are many more reasons why we farm and ranch, but what about – to serve a customer? “Greg Simons, who is a ranch manager, said, ‘You can only save yourself through service to others,’” Locke said. “I think this piece of the pie is part of what’s missing. How do we serve a customer? How does your ranch serve you, your family, your employees and your customers?” According to Locke, purpose, service and profitability go hand-in-hand. By understanding your purpose in the world and in your business, you receive happiness and fulfillment. “Serving yourself vs. serving others is the difference between happiness and fulfillment, and I know a lot of happy ranchers out there that haven’t experienced fulfillment, so that might be one of my challenges to you guys – consider what your purpose is and what your business’s purpose is,” Locke expressed. As farmers and ranchers, part of your service to others is your service to your family and the agricultural industry. “Succession is a big deal,” Locke said. In his conclusion, Locke shared the following quote by Joel Salatin: “If our farms are not fun, and if our farms are not profitable, our children will not want them. The ultimate test of sustainability is romancing the next generation.” Why not start now? along with the recent Santa Gertrudis USA reader survey. I must thank our great partners, BluePrint Media, for their con- tinued support and effort in the entire process of advertising. We know the genetics are great, so we as a collective must make sure our marketing is differentiating our product from the many others that are out there, along with accurately painting the picture of Santa Gertrudis in 2021 and onward. While focusing on marketing strategies, we must also con- tinue to add pounds at weaning, and focus on downstream profit generatoTrail rs for the commercial industry, such as marbling, ribeye area and carcass weight. The next step in our progression? I believe we can pinpoint our niche within the industry as generating a Santa Gertrudis-sired female that’s an extremely viable maternal option that will not sac- rifice carcass quality. This female fits perfectly as a genera- tor for high-profit feeder cattle with just enough heterosis to positively affect health and growth. To do this, we must pay attention to fertility, maternal ability and efficiency. Identifying and reproducing highly fertile, maternally focused cattle that are moderate and efficient in their kind will help tell this hopeful story. After all, getting a live calf on the ground every year is step one. Coupling that with the carcass value we continue to see trending up and our breed strengths of performance and uniformity will allow us to con- tinue to sell more bulls year after year . ASKING THE TOUGH QUESTIONS CONTINUED FROM PAGE 16

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